Display Advertising Display Advertising Ad Formats and Placements 2

Question 1

In display advertising, what does 'above the fold' refer to?

Accepted Answer

The portion of a webpage visible to the user without scrolling

Answer

'Above the fold' describes content or ads visible in the initial viewport without scrolling, typically commanding higher CPMs due to greater visibility.

Question 2

According to the MRC (Media Rating Council) standard, what minimum threshold must a display ad meet to be counted as 'viewable'?

Accepted Answer

50% of pixels visible for at least 1 second

Answer

The MRC viewability standard for display ads requires at least 50% of the ad's pixels to be in view for a minimum of 1 continuous second.

Question 3

What is 'frequency capping' in the context of display ad placements?

Accepted Answer

Setting a ceiling on how many times one user sees the same ad within a period

Answer

Frequency capping prevents ad fatigue by limiting how many times a single user is exposed to a specific ad within a defined time window.

Question 4

What is 'ad stacking,' and why is it considered an invalid traffic concern?

Accepted Answer

Layering multiple ads in the same placement so only the top ad is visible, generating fraudulent impressions

Answer

Ad stacking involves placing multiple ads directly on top of each other in one slot; only the top ad is visible, but all generate impression counts, constituting fraud.

Question 5

Which placement position on a webpage typically achieves the highest display ad viewability rates?

Accepted Answer

In-content placements embedded between paragraphs

Answer

In-content placements surrounded by editorial content consistently achieve high viewability because users are actively engaged while reading through the material.

Display Advertising Practice Test

Display Advertising Practice Test

Display Advertising Display Advertising Ad Formats and Placements 2